Pakistan Rice Festival opens doors to Europe

Over 100 European importers attend as bilateral trade hits $1.94b

ISLAMABAD:

Federal Minister for Commerce Jam Kamal Khan has praised the successful holding of the Pakistan Rice Festival 2026 in the Netherlands, saying such international trade events play an important role in promoting exports and expanding access to new markets, according to a statement issued on Wednesday.

The event, held under the theme "From Pakistan's Fields to Europe's Tables," attracted more than 100 importers, retailers, food industry experts and business leaders from across Europe, reflecting growing international confidence in Pakistan.

Pakistan's Ambassador to the Netherlands Syed Haider Shah said Pakistani basmati rice is being exported to more than 100 countries worldwide. Its distinctive aroma, long grain and excellent cooking qualities have made it increasingly popular among global consumers.

Pakistan is committed to ensuring quality, sustainability, traceability and full compliance with international food safety standards. Pakistani basmati is a distinctive brand protected through Geographical Indication, representing centuries of agricultural heritage.

Bilateral trade between Pakistan and the Netherlands has reached approximately $1.94 billion, while over 50 Dutch companies are engaged in business activities across different sectors in Pakistan. The upcoming Food Exhibition 2026, scheduled in Karachi from November 23-26, was highlighted as Pakistan's next major trade milestone.